Dianne Dean

Dr Dianne Dean

Senior Lecturer/ Hong Kong University SPACE Partnerships Director

Faculty of Business, Law and Politics


01482 463340

Dianne Dean is a senior lecturer at the University of Hull who moved into academia in 1993 after a number of years in industry.

She has published extensively in the areas of political marketing, focusing on propaganda, non-rational decision making and political brand building.

Her research interests extend from consumer behavior to social and political marketing, including contemporary family decision making with a particular focus on elderly care and peace marketing.

Dianne was Conference Chair for the Academy of Marketing conference at the Hull University Business School in 2017, and is currently Senior Editor for the Journal of Political Marketing.


Research Interests

  • Consumer behaviour especially consumer culture theory

  • Social and political marketing

  • Peace marketing

Research groups

  • Peace marketing, with Dr Haseeb Shabbir

  • Consumer culture theory, with Professor Shona Bethany, Liverpool John Moores

  • Political branding, with Chris Pich

  • Elderly consumption decisions, with Jean Kellie


'Internal Brand Co-creation: The Experiential Brand Meaning Cycle in higher education'. (2016) with Ramon Arroyo-Gamez, Khanyapuss Punjaisri, and Christopher Pich, Journal of Business Research, 69 (8) 3041-3048. Doi:10.1016/j.jbusres.2016.01.019

'Extending the self in a revolutionary epoch: Understanding transformations of the self through the Arab Spring in Egypt and Libya'. (2016) with Ahmed Al-Abdin and John Nicholson, Journal of Business Research, 69 (1) 45-56. DOI:10.1016/j.jbusres.2015.07.019

'Intergenerational spaces: Citizens, political marketing and conceptualising trust in a transitional democracy' (2015) with Ihwan Susila and David Harness, Journal of Marketing Management, 31 (9-10), 970-995. DOI:10.1080/0267257X.2015.1036768

'Political Branding: Sense of Identity or Identity Crisis? An investigation of the transfer potential of the brand identity prism and the UK Conservative Party' (2015) with Chris Pich, Journal of Marketing Management, 31 (11/12) 1353-1378. DOI: 10.1080/0267257X.2015.1018307

'From Pushchairs to Wheelchairs: Understanding the Transitional Role of Adult Children to Carers of Parents and its Impact upon Family Decision Making'. (2014) with Jean Kellie and Pat Mould, Journal of Marketing Management. DOI:10.1080/0267257X.2014.934268

Full list


Programmes taught on (2019)

Modules list

  • Buyer Behaviour and Ethics

  • Writing for Publication

  • MBA Marketing

Research PhDs

Dianne is interested in supervising PhD students in the areas of

  • Consumer culture theory

  • Elderly care and consumption

  • Political marketing, propaganda, peace marketing

Completed PhDs

  • Alonso Blanco-Velo, An Exploration of Salesperson/Customer dynamic in product trials within an automotive retail environment, 2015

  • Ramon Arroyo Gamez, Internal Brand Co-creation: The Experiential Brand Meaning Cycle in HE, 2015

  • Fiona Walkley, A marketing perspective on collaborative public action: Exploring involvement in this new kind of citizen participation, 2016

  • Tami Almutari, When two tribes go to war: Exploring the impact of shift in control upon the brand through social media, 2016

Current PhD supervisions 

  • Exploring the concept of distance in caring and cared for relationships

Professional highlights

Academic qualifications

  • PhD, Politics, University of Stirling

  • BA Hons. Politics, University of Hull

External roles

  • External Examiner, MBA Marketing, Cranfield School of Management

Professional highlights

  • Chair of the Academy of Marketing Conference, hosted by the Hull University Business School, July 2017